"In and Out Beauty"
Established in 2018, Bondi Chic is a premium cosmetics brand operating within the ‘Clean Beauty’ niche of the ‘Green Beauty’ market segment. Their product range is made with only the best of Australia's native, skin-loving ingredients.
Faced with a crowded market (both domestically and internationally), Bondi Chic sought a brand identity that would position the skincare company at the forefront of modern trends whilst also creating a strong, ownable brand footprint with genuine longevity.
Reaching out to TOAST, it was understood that the brand voice needed to be more consistent across all of their platforms and follow a clear strategy, whilst a target audience needed to be defined and their brand image transformed to be strongly relevant for their demographic.
The Bondi Chic brand has unique values, strong principles, and a core purpose to its name - many of which are potential selling points to customers - however, they are combined in an ad-hoc way that indicates a lack of firm brand identity and lead to a confused and ineffective value proposition.
TOAST could clearly see a brand that has the potential to satisfy a consumer need and to eventually take ownership of the ‘Clean Beauty’ segment. However, to get there, Bondi Chic needed to clarify exactly where it sits in the crowded cosmetics market, what exactly it offers to consumers and what values the brand embodies.
Bondi Chic exists because they believe in creating skincare products the right way, helping people feel healthy and beautiful, inside and out. As a brand, they seek to simultaneously innovate solutions and respect age-old traditions; they approach skincare with an open mind to find the best ways to enhance beauty by only using ingredients that holistically care for one’s skin.
TOAST devised a brand footprint & USP which reflected this ethos.
Building on stakeholder research and user insights, their brand narrative champions that no other brand offers a comprehensive yet uncomplicated program that uses non-toxic, Australian ingredients. Their USP, “Our products create beauty in the healthiest way possible - inside and out,” highlights their difference in the market as dedicated specialists providing natural and innovative products which are kind to your skin.
From these insights came our big idea, “In and Out Beauty.”
At the core of Bondi Chic is the belief that real beauty begins when we are true to ourselves, our beauty coming from within. Thus, for inner and outer beauty, they only use ingredients that will holistically enhance your beauty - if they don’t belong on your skin, they don’t belong in their products.
TOAST identified their market demographic as 25 – 50 year old Australian women who enjoy an active lifestyle and lean toward ‘natural’ and ‘organic’ products. To speak to this audience, the packaging and Tone of Voice we devised used earthy and herbal yet sophisticated language. Emphasising the natural, native Australian ingredients and toxin-free formulas, we showcased Bondi Chic as a classy yet contemporary brand that encompasses all things natural.
Disciples of the ‘clean beauty’ philosophy - products that deliver on their promises of completely non-toxic ingredients - Bondi Chic’s brand identity reflects both their connection to nature and their commitment to creating products that deliver real results.
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